How to Increase Your Brand Reach Using Twitter "In the Moment"

Posted by Murray Sye

on Tue, Feb 10, 2015 @ 09:51 AM


Are you maximizing your efforts on social media?

How about Twitter?

Twitter is a great tool for driving traffic, capturing leads, and generating customers and more. To help you take full advantage of Twitter for your business, and to specifically use Twitter to market your brand "in the moment," we're sharing a list of the 10 steps to marketing in the moment – compiled by Twitter themselves. The guide comprises a series of simple steps, and begins by asking the question: “what do you want to achieve by marketing in the moment?”

10 steps to marketing in the moment
Strive for a large quantity of conversations, it is far better to be a brand that engages in conversations with many than a brand alone talking to no one. 

  1. Establish
    Ask yourself why you want to engage in reactive marketing and what you really want to achieve by marketing in the moment.
  2. Identity
    Choose a moment that is both relevant to your audience and brand. These points of intersection are key.
  3. Message
    Consider your message and content and understand why it's relevant to the moment, and the resulting conversations that are likely.
  4. History
    Review historical data for your chosen moment and scenario plan with these key insights. Understand the opportunities and pitfalls, and plan for these scenarios.
  5. Organize
    Define your team, and the structure needed to enable you to deliver and win the moment. This might mean bringing in adjacent teams, or external suppliers.
  6. Live data
    The right data is critical to help you define tone, and understand the pace of live conversations. It will further clarify whether a given moment is right for your brand. 
  7. Content plan
    Start planning your reactive content, and consider how you will set up your creative teams to react quickly, in a variety of formats. For example, can you develop content for many of the scenarios in advance.
  8. Budgets
    Be ready to seize the opportunity and amplify your content with a flexible budget plan. Define the promoted products that can help, and the process required to get them live.
  9. Test
    Do a closed set dry run. Review your sign-off process to see whether it is speedy enough to capture the opportunity.
  10. Go live!
    Enjoy a shared moment with your audience and get closer to their interests and passions. React as planned, and be ready for opportunities not anticipated.

You can still dunk in the dark

Tweeting in the moment worked like a charm for Oreo during last year's Super Bowl. When the lights went out in the New Orleans Superdome, much of North America came to a halt. During the black out, Oreo's marketing team and agency were able to compose, create, approve and tweet the black-out ad shown below.


The ad generated more than 16,000 retweets and was seen by tens of thousands on Twitter. The media lauded it for being one of the best Super Bowl ads bar none. The Washington Post, The Wall Street Journal and dozens of other publications wrote articles about it.

How to generate and activate more conversations? Take a look at these 12 Twitter stats.

  1. Alternate between "title tweets" and "copy tweets"
    The average number of clicks per tweet with tweet copy was 98 clicks, and the average amount of clicks per tweet with a title was 110 clicks in June 2104.
  2. Include shortened links to drive engagement
    Link clicks are by far the biggest way users interact with content, accounting for 93% of all user interaction with Tweets.
  3. Use attention-grabbing images in your tweets, because...
    Tweets with images received 18% more clickthroughs, 89% more favourites, and 150% more tweets.
  4. Want retweets? All you have to do is ask
    Salesforce found that tweets specifically asking followers to 'Retweet' receive 12x higher retweet rates than those that do not. When 'Retweet is spelled out, the retweet rate is 23x higher that the average. When using the abbreviated 'RT,' the retweet rate is 10x higher.
  5. Use actionable words like 'Download'
    According to Twitter, using actionable words like "download" will increase you clicks by an average of 13%.
  6. Recycle tweets
    Two identical tweets received almost the same amount of clicks (140 clicks vs. 132 clicks)
  7. Tweet about TWITTER
    When we tweet blog posts or offers about Twitter and other social media topics, those tweets received, on average, 22.5% more clicks than the average clicks for a tweet in May 2014.
  8. Don't worry about having too few followers
    Social monitoring website Mention analyzed over 1 billion social mentions from the past two years, and found that 91% of mentions come from people with fewer that 500 followers.
  9. Want retweets? Schedule tweets for late at night
    TrackMaven analyzed over 1.7 million tweets and found the best time of day to tweet for a retweet is after-hours, between 10:00pm and 11:00pm EST.
  10. Be responsive – your customers expect it
    According to Lithium, 53% of users who tweet at a brand expect a response within the hour. The percentage increases to 72% for those with a complaint.
  11. Tweet statistical to expand reach, but not to get more clicks
    Tweets that included statistical data received 5.4% more retweets than the average. But 32.7% fewer clicks per tweet than the average.
  12. Use Twitter to convert more visitors into leads
    Clearly stated offers received 18% more clicks and 29.8% more retweets than the tweets with a more ambiguous copy.

Now it's back to you. What methods have you found effective? Do you have other advice as to how to increase Twitter brand reach "in the moment?" Let us know in the comments section below. 

Illustration credit: Kooroshication

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Written by Murray Sye

Murray is the CEO and Creative Director with the award-winning
Toronto HubSpot agency partner, WhiteSpace. You can
connect with Murray on Twitter, Facebook or LinkedIn.

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